The marketing scene is changing quickly. And those who stick to old tactics today will not realize the full potential of their marketing activities. Such waste to avoid the time and money to look at the current can developments in digital marketing help.
In fact, content marketing is playing an increasing role in marketing a business. This form of marketing is not only increasingly used to increase brand awareness, but also to generate lower-cost traffic. That’s why today I’m talking about 6 content marketing trends that you should not miss in 2019.
6 Content Marketing Trends 2019 to keep in mind
Content marketing becomes a central part of marketing
Traditional marketing methods are becoming increasingly inefficient compared to content marketing. Already, the cost of content marketing is 62% cheaper than traditional marketing spends. In addition, high-quality content can be used sustainable and long-term compared to a one-off marketing campaign. Anyone who considers the creation of a strategic blog or e-book a small side project will miss many opportunities in the future.
Content marketing offers a reciprocal relationship with the customer like no other method. The increasingly demanding customers have the choice today. For this reason, it is important to build a relationship with the customer that lasts long term and can not be sustained solely by individual advertising materials. For this reason, content marketing will continue to be the focus of all marketing activities worldwide in 2019.
Documenting the strategy becomes essential to success
Basically, this point is not a trend. If you want to be successful in content marketing, you should approach this form of marketing strategically permanently. As 65% of the most successful content marketers rely on a documented strategy, it becomes clear that a strategic approach will become increasingly important over the next few years. So that the creation of customer-friendly content does not end in chaos, important strategic questions can be clarified beforehand. For example, setting up a content marketing strategy includes goals, metrics, and quality standards or a customer persona.
Without a precise definition of the goals, the necessary tactics are difficult to derive. What does your company really want to achieve with content marketing? Which customer group should the content be? What content should be published where? Without a detailed search, it will not be possible to find the right answers to the documented strategy.
Adapt Content Marketing to the Customer Journey
The contents in content marketing should be adapted without exception to the target group. This handling would have to be aware of every content expert. In 2019, this trend will focus on the individual steps of the customer journey. The content does not have to be aimed exclusively at shoppers, but also at customers who do not know their problem. Of course, the formats and contents depend heavily on whether attention, interest or willingness to buy should be driven.
According to a study by the Content Marketing Institute (CMI), about 52% of the surveyed B2B marketers currently use such a methodology. Marketing departments that want to increase their success in content marketing should, therefore, adapt the content to the level of knowledge and willingness to buy off the potential customer.
Building your own community
Social media platforms like Facebook or Twitter give us direct access to millions of potential customers. A presence on social media is therefore still important to generate attention for the company. Unfortunately, there is a big danger in the community building. Changed algorithms and a dwindling organic range in recent years make the construction inflexible and unpredictable.
That’s why one of the biggest content marketing trends in 2019 is to build a community that exists independently of social media platforms. Building a quality blog, a newsletter list and membership content can help in this case.
Add a mix of paid advertising
Since it may take several months for content marketing to have an organic effect, a mix of content and paid advertising makes sense. With Google Adwords or Facebook Ads, lead magnets or a blog can be targeted without marketers wasting their time. One of the content marketing trends for 2019 is thus to promote individual content more strongly.
In addition, individual posts that refer to the blog can be highlighted in social media. Anyone who has previously advertised exclusively for his services or offers, should in the future also highlight the emphasis of their own blog content.
Measure the ROI of Content Marketing
Many marketers struggle to measure the return on investment (ROI) of content marketing. The bad news is that in 2019 it will become increasingly important to review the ROI. As content marketing grows in importance throughout the industry, metrics must be found that measure success and fit the business. This makes it easier to internally secure a larger budget and better allocate success or failure.
In order to measure the ROI, not only must all the costs involved be broken down, but the related sales must also be identified. In addition, it must be clearly defined which content belongs to content marketing and which does not. Although there are already general formulas for this calculation, in 2019 a stronger focus should be placed on this topic.